Bob Moesta is an entrepreneur at heart and engineer by trade. As one of the principal architects of the Jobs to be Done theory, along with Harvard Business School Professor Clayton Christensen, Bob applies the innovation framework to everyday business challenges. Over his career, Bob has developed and launched over 3,000 products. In 2019, he co-authored his latest book Choosing College on how to make better decisions about learning. In this Greatest Hits episode, you'll learn... Why marketers and engineers don’t speak the same language and how to translate for product management How people don’t buy products or services, they hire them to do a job. You need to understand why to unlock innovation How crossFit and other means of exercise are fulfilling the job to be done of the church and what this means for social good Why causation always trumps correlation in understanding purchasing decisions How the right interrogation tactic can lead to a moment of truth that improves your sales How Bob Moesta's internship in Japan led to an invention that helps you every time you fill up your gas tank Why knowing what you don’t know can be a gift This episode with Bob Moesta was the most downloaded in Brand Lab Series™ history.  You can read the full transcript of the episode here.